EFE Client Portal

Project Overview

The Digital EFE Client Portal redesign aimed to modernize the self-service experience for high-net-worth individuals—especially the "everyday millionaire." After the success of the Momentum Financial Wellness Checkup, it became clear that this tech-savvy audience expected more control over their financial tools. The outdated portal lacked basic account management features, creating friction and dependence on financial planners. The new design introduced a seamless, autonomous experience aligned with evolving client expectations.

As the Lead Product Designer, I drove the end-to-end UX strategy—including user research, design ideation, wireframing, and implementation of key self-service capabilities—while navigating the complexities of designing within both the legacy Edelman brand and the newly evolving brand identity. This dual-brand approach required careful consideration of visual consistency, tone, and usability across different brand systems.


Tools: Figma, Adobe XD, Google Analytics, Hotjar, Miro
Methods: User Research, Journey Mapping, A/B Testing, Usability Testing

Solution

We reimagined the portal around self-service and transparency. Users could now:

  • Add, view, and manage accounts without planner mediation

  • Access real-time financial data and planning tools

  • Personalize their dashboards for smarter decision-making

The interface was minimalist, data-forward, and optimized for mobile use, ensuring high engagement and accessibility. As part of Edelman's rebrand, I delivered dual design systems—updating components in both the legacy and new brand styles—to maintain continuity while transitioning users to the modernized look and feel.

Discovery & Research

User Research: Understanding the "Everyday Millionaire"
As Lead UX Designer, I conducted surveys, in-depth interviews, and behavioral analysis to uncover key needs of our primary users—tech-savvy, high-net-worth individuals seeking greater financial independence. Research revealed that:

  • Users wanted autonomy in managing their financial lives

  • Transparency and real-time access were essential to building trust

  • Seamless integration with Edelman Financial services enhanced overall experience continuity

This research was conducted while Edelman was undergoing a company-wide rebrand, so findings also informed how both the legacy and new brand could better align with user expectations through tone, interface, and interaction design.

Competitive Analysis
I conducted a comprehensive competitive audit of top-performing financial platforms to identify emerging trends and user experience best practices. Across the board, platforms were shifting toward:

  • Automation of routine financial tasks

  • Mobile-first, highly intuitive interfaces

  • Personalized dashboards enhanced by AI-driven insights

These insights were especially critical in guiding the dual design system, ensuring our product was both current and flexible enough to evolve with the new Edelman brand.

Key Insights

  • Heavy reliance on planners created unnecessary friction

  • Clients demanded speed, autonomy, and mobile-first access

  • Personalization and real-time transparency significantly increased user trust and satisfaction

Wireframes

We started with low-fidelity sketches to test the layout of core self-service flows. These were followed by:

  • Mid-fidelity prototypes to validate navigation and account management features

  • High-fidelity clickable prototypes used in usability testing and stakeholder demos

UI Design

The new design emphasized:

  • Minimalism & Clarity: A clean interface that allowed data to shine

  • Personalization: Dashboards tailored to user goals and behaviors

  • Mobile Optimization: Fully responsive design for access on the go

  • Accessibility: High-contrast visuals, simplified content for financial literacy inclusivity, and WCAG-compliant elements

Comparison Branding

Impact & Reflections

Challenges Faced

  • Driving adoption among advisor-dependent users

  • Merging modern UX with legacy systems

  • Meeting compliance while enabling automation

  • Ensuring brand consistency across legacy and rebranded designs

Lessons Learned

  • Digital-first, research-driven design is a competitive edge

  • Reducing friction boosts engagement and retention

  • Consistent, modern branding builds user trust

Next Steps

  • Introduce AI for predictive financial insights

  • Enhance mobile functionality

  • Strengthen compliance to support scalable automation